AUSSIE SENIORS ARE ON THE MOVE

Over 50% are planning to take a long trip in the next 12 months

In advertising and marketing to the 50+ audiences, we believe there are two groups of marketers – the ‘get its’ and the ‘forget its’.

Interestingly, travel and tourism marketing has a combination of these and we are noticing more marketers ‘getting it’ thanks to Boomers financial influence. With their increased appetite for travel, marketers are looking to include them in their advertising plans.

Australians of all ages have an enormous thirst for travel and it’s part of our DNA – must be something to do with being born at the bottom of the world. Australian Bureau of Statistics Household Expenditure data shows that Boomers and Seniors are travelling more than ever before. Seniors are travelling domestically with more frequency. Many tell us that along with ‘pure pleasure’ travel, visiting grandchildren has become the norm rather than to expect a visit. This made possible by the advent of cheaper airline fares.

2019 SENIOR TRAVEL FACTS

20%

Like to go away on weekends

69%

Prefer to holiday in a natural setting or can see nature

63%

Like to take holidays away from crowds

40%

Like to do as little as possible on holidays

69%

Like to take holidays within Australia

29%

Enjoy holidays where everything is organised for you
* Roy Morgan 2019

Tactical marketing aimed at Boomers that we have seen work well for clients include the following ideas:

Significant birthdays
Boomers seem more interested to celebrate in style and have a ‘destination-based event’ – marketing to your database a year out from a milestone birthday plants the seed of an event and time to gather friends for the trip. One of our clients recently promoted ‘paying for the event meal’ in return for booking a tour for 12.

Behind the scenes experience
Boomers are very interested in experiencing something they cannot arrange themselves. They are comfortable doing their research and booking on line, but travel marketers need to provide exclusive experiences that Boomers can organise themselves. Here is a great example.

Our theory is that the travel market has been the most significant driver for online acceptance of both Boomers and Seniors, especially as they are comfortable with booking online and, in fact, believe they will miss out if they do not. Offering live chat with minimal entry barriers is an excellent way to engage and build rapport.

GET A 

FREE 

CUSTOMISED 50+ AUDIENCE REPORT 

To provide a first level of insight of your primary audiences’ media consumption please complete the following information so we can run your report.

audience-sample

AUDIENCE DETAILS

Age

Location

And

Gender

Employment status

YOUR DETAILS

AUSSIE SENIORS ARE ON THE MOVE

Over 50% are planning to take a long trip in the next 12 months

In advertising and marketing to the 50+ audiences, we believe there are two groups of marketers – the ‘get its’ and the ‘forget its’.

Interestingly, travel and tourism marketing has a combination of these and we are noticing more marketers ‘getting it’ thanks to Boomers financial influence. With their increased appetite for travel, marketers are looking to include them in their advertising plans.

Australians of all ages have an enormous thirst for travel and it’s part of our DNA – must be something to do with being born at the bottom of the world. Australian Bureau of Statistics Household Expenditure data shows that Boomers and Seniors are travelling more than ever before. Seniors are travelling domestically with more frequency. Many tell us that along with ‘pure pleasure’ travel, visiting grandchildren has become the norm rather than to expect a visit. This made possible by the advent of cheaper airline fares.

GET A 

FREE 

CUSTOMISED 50+ AUDIENCE REPORT 

To provide a first level of insight of your primary audiences’ media consumption please complete the following information so we can run your report.

audience-sample

AUDIENCE DETAILS

Age

Location

And

Gender

Employment status

YOUR DETAILS

2019 SENIOR TRAVEL FACTS

20%

Like to go away on weekends

63%

Like to take holidays away from crowds

69%

Like to take holidays within Australia

69%

Prefer to holiday in a natural setting or can see nature

40%

Like to do as little as possible on holidays

29%

Enjoy holidays where everything is organised for you
* Roy Morgan 2019

Tactical marketing aimed at Boomers that we have seen work well for clients include the following ideas:

Significant birthdays
Boomers seem more interested to celebrate in style and have a ‘destination-based event’ – marketing to your database a year out from a milestone birthday plants the seed of an event and time to gather friends for the trip. One of our clients recently promoted ‘paying for the event meal’ in return for booking a tour for 12.

Behind the scenes experience
Boomers are very interested in experiencing something they cannot arrange themselves. They are comfortable doing their research and booking on line, but travel marketers need to provide exclusive experiences that Boomers can organise themselves. Here is a great example.

Our theory is that the travel market has been the most significant driver for online acceptance of both Boomers and Seniors, especially as they are comfortable with booking online and, in fact, believe they will miss out if they do not. Offering live chat with minimal entry barriers is an excellent way to engage and build rapport.